Articles tagged with Brand Equity:
You can also browse all topic tags.
NOV
17
Neuromarketing Study Suggests Carmaker Made a $26M Mistake by Failing to Establish a Purpose for Its Presence
Advertising Age,
November 17, 2008 —
Season after season, three brands — Coca-Cola, Ford and AT&T (formerly Cingular) — have been the proud sponsors of "American Idol," the biggest TV success in history. The reported $26 million-a-pop sponsorships are arguably some of the most valuable in North America, which explains why the sponsors have been just as loyal as the audience. But when Simon Cowell sips out of his Coca-Cola cup, Randy Jackson comments on the latest Ford and Paula Abdul encourages everyone to cast a vote using AT&T, does it work? Quantitative and qualitative statistics say it does, but does a couch shaped like a Coke bottle really make people consume more cola? We were able to find the answer in only one way: by understanding what really goes on in our subconscious.
OCT
29
Marketing Daily,
October 29, 2008 —
Now that The Brand Bubble (about which we wrote Oct. 13) has spelled out that most brands--and therefore their companies--are greatly overvalued by the financial markets, we find out that those on the inside do not have a clear idea of what their brands are worth, either.
OCT
24
New York Times,
October 24, 2008 —
As the year began, consumers started to see a trickle of advertisements that played up brand value rather than attributes like status or prestige. As the economy worsened in the spring and summer, the trickle became a torrent.
Now, as the crisis in finance continues, a veritable tidal wave of ads devoted to saving money is washing over the country.
Marketing textbooks suggest, however, that a focus in the short term on pinching pennies could in the long run have a deleterious effect on the images of brands or products by cheapening them.
JUL
17
Epic 'Courage' Campaign Aims to Recharge Inspirational Message
Advertising Age,
July 17, 2008 —
Nike's "Just Do It" theme is 20 years old, and the marketer is planning a push of Olympian proportions to commemorate its anniversary.
The company is planning an epic global campaign titled "Courage," with 60- and 30-second spots to begin airing in the U.S. on Aug. 8, the day of the Olympic Summer Games' opening ceremonies, while a micro-site, nike.com/courage, goes live today.
MAY
18
Do you remember Brim?
New York Times,
May 18, 2008 —
The coffee brand? Perhaps you recall its advertising slogan: “Fill it to the rim — with Brim!” Those ads haven’t been shown in years, and Brim itself has been off retail shelves since the 1990s. Yet depending on how old you are, there’s a fair chance that there’s some echo of the Brim brand in your brain. That’s no surprise, given that from 1961 to around 1995, General Foods spent tens, if not hundreds, of millions of dollars to get it there. But General Foods disappeared into the conglomerate now known as Altria, which also acquired Kraft, maker of Maxwell House. With much smaller sales than that megabrand, Brim soon disappeared — except, perhaps, for a vague idea of Brim that lingered, and lingers even now, in the minds of millions of... continue reading
† Access to articles with this symbol may require a subscription.
